As a B2B marketer, you’re likely no stranger to the challenges of generating leads and driving conversions. With so many potential customers visiting your website, it’s easy to lose track of those who don’t convert immediately. That’s where retargeting on LinkedIn comes in – a powerful tool for reconnecting with potential leads and nudging them further down the sales funnel.
(LinkedIn Sponsored Content: A Guide for B2B Marketers)
Understanding Retargeting on LinkedIn
Retargeting on LinkedIn allows you to target users who have previously interacted with your brand, whether that’s by visiting your website, engaging with your content, or abandoning their cart. By serving targeted ads to these users, you can keep your brand top of mind and encourage them to take the next step. To get started with retargeting on LinkedIn, you’ll need to install a LinkedIn Insight Tag on your website. This tag allows you to track visitors and create retargeting audiences.
The Benefits of Retargeting on LinkedIn
Retargeting on LinkedIn offers a range of benefits for B2B marketers. For one, it allows you to increase brand awareness by serving targeted ads to users who have previously interacted with your brand. This can be especially effective for businesses with complex sales cycles, as it allows you to keep your brand top of mind even after a user has left your website. Additionally, retargeting on LinkedIn can help improve conversion rates by targeting users who are already familiar with your brand.
To maximize the effectiveness of your retargeting campaign, it’s essential to define your target audience. This might include users who have visited specific pages on your website, abandoned their cart, or engaged with your content on LinkedIn. Some potential audience segments to consider include users who have visited your pricing page but haven’t converted, or users who have downloaded a whitepaper but haven’t contacted your sales team.
Creating Compelling Ad Creative
Your ad creative is critical to the success of your retargeting campaign. To create compelling ads, focus on using eye-catching visuals and clear messaging that resonates with your target audience. You should also focus on the benefits of your product or service, rather than just listing features. Using social proof, such as customer testimonials or reviews, can also be an effective way to build trust with potential customers. Finally, be sure to include a clear call-to-action (CTA) that encourages users to take the next step.
Some key considerations for ad creative include:
- Using visuals that are relevant to your target audience
- Crafting messaging that speaks to the needs and pain points of your target audience
- Highlighting the benefits of your product or service
- Using social proof to build trust with potential customers
- Including a clear CTA
Optimizing Your Ad Spend
To get the most out of your retargeting campaign, you’ll need to optimize your ad spend. This involves setting a budget and bid strategy that aligns with your goals, as well as monitoring your ad performance regularly and making adjustments as needed. LinkedIn’s automated bidding features can also be a useful tool for optimizing your ad spend.
Using LinkedIn’s Retargeting Features
LinkedIn offers a range of retargeting features that can help you optimize your campaigns. For example, you can use website retargeting to target users who have visited your website, or account-based retargeting to target specific companies and job titles. Lookalike retargeting is another powerful feature that allows you to target users who are similar to your existing customers or followers.
Best Practices for Retargeting on LinkedIn
To get the most out of retargeting on LinkedIn, you’ll need to follow best practices. This includes limiting the number of times you serve ads to individual users to avoid overwhelming them, as well as rotating your ad creative regularly to keep your messaging fresh and prevent ad fatigue. You should also segment your audience to ensure you’re targeting the right users with the right messaging.
By following these strategies and best practices, you can create a retargeting campaign on LinkedIn that drives real results for your business. Whether you’re looking to increase brand awareness, drive conversions, or simply reconnect with potential leads, retargeting on LinkedIn can be a powerful tool in your marketing toolkit.
Conclusion
If you have any questions about retargeting on LinkedIn or would like to learn more about how Proctor Digital can help you achieve your goals, contact us at 773-664-5819 and speak with one of our associates about developing a targeted strategy for your business to achieve the success it deserves.